MORE THAN JUST A LITTLE FACELIFT
ACT was ready for change but uncertain about the extent—ranging from a complete name change to a subtle brand refresh. The goal was clear: evolve the brand to reflect growth, innovation, and a future centered on technology within the forklift and material handling industry.
The process began by identifying core values: momentum, ascension, innovation, and strength. These themes guided the exploration of naming options and informed the visual and strategic direction of the brand. Even without a confirmed name change, this step clarified ACT’s identity and laid the foundation for the rebrand.
THE PROCESS & APPROACH
While new naming options were explored, equal attention was given to the existing identity. What value did the current name hold? Could the acronym evolve, or could "ACT" stand confidently on its own? With over 40 years of brand equity, a full name change wasn’t necessary. ACT already conveyed strength and purpose—fitting for a company focused on movement and problem-solving.
With the name confirmed, the focus shifted to the visual identity. The result was a clean, modern logo—designed to reflect not only what ACT does today, but where it's headed next.
THE BRAND
ACT’s rebranding is as much about modernization as it is reinforcement. In an industry that revolves around strength and resilience, red and black resonate; while white and grey convey precision, balance and technical sophistication, capturing the vision for ACT as a company and their industry as a whole. Combined with sharp, diagonal lines and bold lettering, ACT’s new branding represents reliability, capability and fortitude.
ACT’s rebranding is as much about modernization as it is reinforcement. In an industry that revolves around strength and resilience, red and black resonate; while white and grey convey precision, balance and technical sophistication, capturing the vision for ACT as a company and their industry as a whole. Combined with sharp, diagonal lines and bold lettering, ACT’s new branding represents reliability, capability and fortitude.
